Regift Your Content to Make It a Gift That Keeps on Giving
Good content has lasting power and will continue to bring in traffic and leads, and only increase in value over time. What qualifies as good content? First and foremost, your audience should find it relevant and it should provide them with some kind of value, be it information that helps them make a good decision or an amusing video that entertains them for three minutes. If you’ve created something truly valuable, promoted it well, and made it easy to find on the web, readers and viewers will continue to find it.
The lifespan of a tweet might be that of a fruit fly, but the lifespan of a truly useful blog post, video, or white paper, will carry you not just from quarter to quarter, but over several years. But creating one good piece of content isn’t enough to feed the demand or stand out in a crowded market. Content volume and variety are still challenges for many marketers, but there is a tried-and-true strategy inspired by the holiday season that should be in your content marketing arsenal.
How to Regift Content Without Offending Grandma
We’ve all gotten a gift that doesn’t fit, doesn’t really suit us, or just plain doesn’t make sense. When handed a bad gift, we have three options: grin and wear it, say “thanks” and hide it, or find it a new home by way of regifting.
Content created once in one format can find a new life and completely new audience by being repackaged into a different format. As long as the core information is valuable, there are multiple ways of parsing and communicating it in ways that appeal to various buyers.
Some ways you can write content once, and then transform it:
- Compile a series of blog posts into an ebook
- Turn a white paper into a blog series
- Expand an infographic into a white paper
- Turn ebook highlights into a slide deck
- Record your webinar and repurpose the video
- Make your video transcript into a blog post
There are nearly infinite ways you can repurpose your content, and one asset can easily become several. Whenever possible, try to start with a strong idea you can adapt for multiple channels instead of starting with “we need a video.”
Make Content Reuse Part of Your Content Strategy
Unlike regifting a present that you didn’t like, repackaging content isn’t going to hurt anyone’s feelings, and is actually a best practice. The investment you make to create one piece of content can be substantial: from several hours spent researching and writing a blog post, to paying a graphic designer to prepare an infographic or slide deck, to retaining a research firm to produce a report you can resell.
Whatever your source content, try to think multichannel from the start, and don’t be afraid to experiment. Regifting content might seem like cheating a little. How can you provide more value by repackaging the same content? Think about how you’re empowering a prospective customer.
Your buyer might want the in-depth research report or project template, but when presenting a business case to the budget holder, she will probably want the high-level slide deck, while for building peer support within her organization, a short video might be the best way to spread the idea.
Regifting a bad present is a way of saving face when there’s a poor gift-to-giftee match. Regifting content is the opposite. It’s taking a great idea someone will love and find valuable, and giving it new life in new formats and channels, where it can delight many more recipients for a long time to come.
Karo was born in Poland, and learned to speak English by watching "Saved by the Bell" reruns during her first summer in the U.S., which has left her unable to go through life without occasionally breaking the fourth wall. As Percussion's content marketing manager, she oversees and creates content that drives website traffic, engages followers, and helps fill the marketing and sales funnel. She writes about content management, content marketing, SEO, social media and web design, and how to make it all less complicated.